HTC prepares to add more content to its devices by announcing today the appointment of Shashi Fernando as chief content officer at HTC, Fernando was previously CEO at Saffron Digital. Fernando will report directly to Peter Chou, HTC's CEO and be based at HTC's headquarters in Taoyuan, Taiwan. Here is more:

The appointment reflects HTC's commitment to developing content as a pivotal component in its devices. His charge will be to lead HTC's global content strategy and business and regional deployment.

Prior to joining HTC, Fernando was CEO of Saffron Digital, the company he founded in 2006 to provide reliable, high quality digital delivery services to third party clients. Under his leadership, the company built up a reputation for technological innovation and became a pioneer in media and entertainment technology. Saffron Digital was acquired by HTC in February.

Shashi Fernando has been included in Mobile Entertainment magazine?s list of annual Top 50 executives in both 2009 and 2010. Saffron Digital itself is currently listed as a Deloitte Fast 50 Technology company, and in the Media Momentum Top 100 digital media companies. David McDonald, Saffron Digital?s chief operating officer, will now assume the chief executive officer position at Saffron, working directly with HTC as a strategic partner.